The Journal of Innovative Media & Communication

Enhancing Sustainable Branding: How Sustainability Can Drive Thai Business Success

Jhitsayarat Siripai — Wed, 25 Dec 2024 00:00:00 +0700

This academic article explores the growing significance of sustainable branding as a strategic necessity for enterprises worldwide, emphasizing the context of Thailand. As sustainability increasingly influence consumer preferences and international trade practices, organizations are necessitated to harmonize their operations with environmental, social, and governance (ESG) values. The article examines key drivers behind the shift toward sustainable branding, including the environmental crisis, changing consumer expectations, and the rise of ESG funds. It highlights essential principles such as the Triple Bottom Line, Circular Economy, Stakeholder Theory, Corporate Social Responsibility (CSR), and Brand Equity, which furnish a formidable framework for executing sustainable branding practices that encourage long-term profitability and social responsibility. Through outstanding exemplars of leading Thai companies, including Siam Cement Group and PlanToys. Overall, the academic article illustrates how integrating sustainability into brand strategy can drive innovation, enhance market differentiation, and build consumer trust. Importantly, companies that adopt sustainability not only obtain competitive benefits but also facilitate positive environmental and societal transformation, guaranteeing enduring viability and achievement in the progressively eco-aware global marketplace.

Editorial note

Associate Profesor Natwipa Sinsuwarn, Ph.D. — Wed, 25 Dec 2024 00:00:00 +0700

รายชื่อผู้ทรงคุณวุฒิพิจารณาบทความ

Asst. Prof. Surachai Khankaew, Ph.D. — Wed, 25 Dec 2024 00:00:00 +0700

Marketing mix factors that affect the decision to buy tickets through online media to watch the Miracle Cabaret Show Chiang Mai

Anyamanee Pakdeemaulchon, Nopparat Suyatta — Wed, 25 Dec 2024 00:00:00 +0700

This research is a quantitative study with the following objectives: 1) to examine the behavior of purchasing online tickets for the Miracle Cabaret Show, 2) to assess the audience's opinions on the appropriateness of the marketing mix of the Miracle Cabaret Show in Chiang Mai, 3) to study the opinions of audiences on their decision to purchase online tickets, and 4) to investigate the marketing mix factors that influence the decision to purchase online tickets for the Miracle Cabaret Show.

Data were collected using quantitative research through a survey research method, utilizing questionnaires. A multi-stage random sampling technique was employed to select 400 respondents. The statistical tools used for data analysis were frequency, percentage, mean, standard deviation, and regression analysis.

The research findings revealed that: 1) In terms of behavior, the majority of the sample had watched the Miracle Cabaret Show once (51.70%), attended the show in groups of more than five people (50.70%), purchased tickets online (52.00%), and spent between 3,001 and 4,000 baht for the tickets (52.50%). 2) The analysis of the audience's opinions on the appropriateness of the marketing mix of the Miracle Cabaret Show in Chiang Mai indicated that, overall, the audience rated it at the highest level. The order of importance was as follows: marketing promotion, pricing, distribution channels, and the product. 3) The opinions of audiences regarding purchasing online tickets were also at the highest level (M = 4.435, SD = 0.419). 4) Marketing promotion was found to be the most significant predictor of the decision to purchase online tickets for the Miracle Cabaret Show, with a prediction accuracy of 66.80%. The predictive equation was decision to purchase tickets online for the Miracle Cabaret Show = 0.694 (constant) + 0.818 (marketing promotion).

A Study of 3D Modeling for Use in Cosplay from the Bayonetta Game

Bennapa Pattanapipat, Sasakorn Joithongmoon — Wed, 25 Dec 2024 00:00:00 +0700

The purpose of this research is 1) to develop weapons and accessories in the form of 3D printing for use in cosplay from the game Bayonetta, 2) to evaluate the quality of the 3D models for cosplay from the game Bayonetta by experts, and 3) to study the opinions regarding the 3D models for cosplay from the game Bayonetta by a sample group. The research methodology involves creating 3D models of weapons and accessories from the game Bayonetta, consisting of a total of 4 pieces: a gun, glasses, a watch, and earrings. These models are then evaluated for opinions by the sample group, which includes 60 individuals from the Thai Cosplay Industry Association, selected through convenience sampling, and data is collected using an online questionnaire.

The research findings revealed that the majority of the sample group was female (44.3%), aged 19-24 years (90.2%). The majority of the sample group expressed their opinions on the 3D model using a 5-point Likert scale. All models had the highest mean score, including the glass model (M = 4.48, SD = 0.67), followed by the gun model (M = 4.44, SD = 0.70), the earring model (M = 4.40, SD = 0.76), and the watch model (M = 4.24, SD = 0.76). This means that all four 3D models developed can be applied in cosplay.

The Design and Development of a Web Application System for Storing, Searching, and Displaying Theses and Research Papers

Wed, 25 Dec 2024 00:00:00 +0700

The objectives of this research were to study the design and development of a web application system for storing, searching, and displaying theses and research paper, and to study the satisfaction of a sample group towards the web application. The research methodology begins with problem identification, hypothesis formulation, a review of related theories and concepts, instrument development, expert review, and finally, evaluation by the target group. The research results found that the design and development consisted of 4 steps: 1. design, 2. testing of the web application prototype, 3. evaluation of UX/UI design, and 4. assessment of usability and satisfaction by system administrators. Afterward, the system was tried out by sample group to assess their level of satisfaction. The assumption was that the web application system provided a high level of satisfaction.

The results from the study of the three sample groups, which consist of students, lecturers, and staffs of the Faculty of Mass Communication Technology at Rajamangala University of Technology Thanyaburi, showed that the overall satisfaction of the students was high (M = 4.32, SD = 0.75). The overall satisfaction rating of the lecturers was high (M = 4.31, SD = 0.82). The overall satisfaction rating of the staffs was highest (M = 4.84, SD = 0.11). In summary, the overall satisfaction rating of all target groups was high (M = 4.36, SD = 0.74). According to the study findings, it can be inferred that the satisfaction evaluation is favorable based on the assumptions established.

Integrated Marketing Communication of the Thai Filmmaking that Generated 100 Million Baht in a Short Time after COVID-19

Narupon Jarupipattananon, Rattanawadee Setthajit — Wed, 25 Dec 2024 00:00:00 +0700

The objective of this research was to study integrated marketing communication of Thai filmmaking that generated 100 million baht in a short time after COVID-19 by analyzing the Thai film industry after the COVID-19 situation from 2020 to 2023. The data were collected by analyzing three Thai films through purposive sampling of three Thai films: 1. The Undertaker (Sup-Pa-Rer), 2. Death Whisperer (Tee Yod), and 3. 4Kings 2.

The research results found that the Thai film production company employs an integrated marketing communication tactics for Thai films. These tactics involve: (1) identifying the target audience; (2) determining the allocation of marketing communication tools; and (3) application of filmmaking principles, through film’s concept creating, marketing analysis, movie titles naming, talented actors and actresses who serve as the film's main selling points.